Masterplan Ulcinj - Ada Bojana

3.4.3 Destination managementComplex aims of sustainable development, thattends equally to economic, ecological, social andcultural courses can be achieved only byharmonized development with all national andregional institutions.This encompass also the connection point of alltourism areas with construction engineeringindustry, transportation sector, handicrafts, retailsales, education, environment, art and culture.It is very important to include the public. Itssupport is necessary because it has to contributethe achievement of sustainability aim and toparticipate in its economic interest, in the initialphase.Except the purpose of functionality andinformation,numerous tasks, which have been concentratedaround purposefulness reasons, have to besolved in relation to tourism development in orderto ensure competency, efficiency and continuity:- strategic planning,- international marketing,- direct sale system development,- monitoring and analyzing of competition,- monitoring and analyzing of market,- advising of private entrepreneurs asregards product improvement,- tourism infrastructure development,- quality control of tourism products,- education and advanced training,- festivals organizing.Numerous areas for which we are responsiblerequire energetic, professional destinationmanagement, which must include personnel andmaterial items corresponding to economy branchof tourism, for the purpose of Ulcinj Project.3.5 Destination marketsUlcinj is summer swimming destination and for itspotentials it will remain as such in the future.This type of tourism is the most important aspectof economy and the most important marketsegment all over the world. Swimming tourism isbased on the success os all big tourismdestinations such as Spain,, Italy, Greece andTurkey, as well as the beautiful beaches are themain preconditions for the most successfultourism products.From that point of view, all European markets aredesirable.However, for economic reasons, too smallnumber and then gradually increasing number ofbeds, as well as for geographic position, Ulcinjmust focus on small number of markets initiallyand to related segments within those markets.Later and in paralle with enhancement of itscapacities, it must advance to new markets andtarget grops in order not to let the initialconcentration to be lost in one-sideddependence. Since the initial course is decisivefor image, which will be designed based on it, aswell as for the acceptance within market place,and then the first level of market strategy mustcorrespond to long-term aims. In later stages, it isextremely difficult to make any corrections.Based on that, all first development steps haveenormous significance for the future positioningof Ulcinj and its economic development, andbefore all for Velika Plaza.Therefore and on the one hand, the completeproduct must be the adequate one, i.e. :- it has to have perfect infrastructure for waterand energy supply and for waste elimination andpurifying wastewaters,- it has to appear sa ecology zone and establishfirm accents in relation to the nature,- it has to prepare extraordinary offers, brought inline with the market,- the capacity of which is sufficient toprovide efficient marketing,- and favorable charter flights.In addition to that and at the same time, it mustencompass- identity features, that can beexperienced,- marketing services that compose itsimage,as well as to be directed to the market, thescope, tourism expectations, organization andincome levels of which reasonably promise fastsuccess. “Fast success” implies the capacityoccupancy rate either as regards hotel beds orairplanes, for 6 moths total, along with higherprices for accommodation and meals.As for the sandy beaches as the main factors ofthe offer, Western Europe with Benelux,Germany, Austria and Switzerland offer the bestchance for construction phase.While Montenegro ismainly charter destinationbecause of its distance for the tourist fromWestern, Nirthern and Eastern Europe, theguests from South-East Europe will come almostalways by their motor vehicles. Therefore, thesemarkets are more flexible and, from long-termperspective, they are interesting also for themanner of their arrivals make easier directreservations. Thereby, the agent sales are